Boxing Champ Manny "Pacman" Pacquiao, Actress-TV host Kris Aquino, 2010 Miss Philippines-Universe Venus Raj and cosmetic surgeon Dra. Vicki Belo are among the most credible celebrity endorsers this year, a study conducted by a market research consulting firm showed.
The study done by Synergy Business Consultancy revealed that 67% of its respondents bought a product or availed of a service due to a celebrity endorser.
The respondents were comprised of 1,000 males and females, aged 15-60 years old, from all socio-economic classes in Metro Manila. The study was conducted from September to October 2010.
This year, Pacman continued to extend his influence not only to professional boxing but also to consumers. Same to Synergy's 2009 study, 47% of respondents believed that he is a credible endorser.
Following Pacman is Dra. Belo, whose credibility rose 7% this year.
"If you're in a controversy, it pays to be the aggrieved party. Such is the case with Vicki Belo and Kris Aquino. Much as a celebrity figured in a controversy, it seems that credibility to endorse may in fact be a good boost if he or she is considered the underdog. This is a very Filipino trait that we observe in our country," said Germaine Reyes, managing director of Synergy.
Kris made it to the top 10, with 15% of respondents believing the host as an endorser.
Telenovelas have proven to be a strong factor for building a credible endorser as Angel Locsin, Gretchen Barretto, Angel Aquino, Derek Ramsay, and Cristine Reyes captured people's attention this year.
However, the study also shows that not all celebrities can effectively sell all products and services.
In personal care products and services, for instance, only 31% of respondents believed that celebrities, socialites, or models make effective endorsers.
Common people who have experienced using the product hold more credibility to endorse the brand compared to celebrities, with 44% of respondents accounting to this.
Ultimately, products or services that are "recommended by professionals" and "clinically-proven or dermatologically-tested" prove most effective in endorsing personal care products and services.
"In the case of personal care, other credible tests, personalities, or professionals, or fora can have more convincing power. It is thus necessary to understand how well suited it is to use celebrity endorsers in the context of the given product category, the category development and how established the brand is in that category," Germaine concluded.
The study done by Synergy Business Consultancy revealed that 67% of its respondents bought a product or availed of a service due to a celebrity endorser.
The respondents were comprised of 1,000 males and females, aged 15-60 years old, from all socio-economic classes in Metro Manila. The study was conducted from September to October 2010.
This year, Pacman continued to extend his influence not only to professional boxing but also to consumers. Same to Synergy's 2009 study, 47% of respondents believed that he is a credible endorser.
Following Pacman is Dra. Belo, whose credibility rose 7% this year.
"If you're in a controversy, it pays to be the aggrieved party. Such is the case with Vicki Belo and Kris Aquino. Much as a celebrity figured in a controversy, it seems that credibility to endorse may in fact be a good boost if he or she is considered the underdog. This is a very Filipino trait that we observe in our country," said Germaine Reyes, managing director of Synergy.
Kris made it to the top 10, with 15% of respondents believing the host as an endorser.
Telenovelas have proven to be a strong factor for building a credible endorser as Angel Locsin, Gretchen Barretto, Angel Aquino, Derek Ramsay, and Cristine Reyes captured people's attention this year.
However, the study also shows that not all celebrities can effectively sell all products and services.
In personal care products and services, for instance, only 31% of respondents believed that celebrities, socialites, or models make effective endorsers.
Common people who have experienced using the product hold more credibility to endorse the brand compared to celebrities, with 44% of respondents accounting to this.
Ultimately, products or services that are "recommended by professionals" and "clinically-proven or dermatologically-tested" prove most effective in endorsing personal care products and services.
"In the case of personal care, other credible tests, personalities, or professionals, or fora can have more convincing power. It is thus necessary to understand how well suited it is to use celebrity endorsers in the context of the given product category, the category development and how established the brand is in that category," Germaine concluded.
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